In early 2025, a direct-to-consumer skincare brand tested a strategy that combined connected TV advertising with retail media. The goal was to improve return on ad spend by using retailer data to guide CTV targeting.
The brand partnered with a major retail media network to access customer data, including purchase history. Using that data, they built audience segments of shoppers who had previously bought or shown interest in similar products.
They then served those audiences personalized CTV ads during high-viewership times. Afterward, they ran follow-up ads across display channels and supported the campaign with in-store promotions tied to the same audience group.
The result was a 40 percent improvement in return on ad spend compared to earlier digital campaigns.
This approach worked because the campaign used precise audience targeting, cross-channel coordination, and performance tracking. It shows that connected TV can drive more than awareness when paired with strong data and measurement tools.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech